基于中国消费者的品牌延伸匹配度研究  

A Study of Brand Extension Fit Perceived by Chinese Consumers

作　　者：魏昀[1] 

机构地区：[1]厦门大学新闻传播学院,厦门中国361005

出　　处：《现代广告》2010年第22期25-29,共5页Modern Advertising

基　　金：本文受国家自然科学基金资助项目“分‘类’的文化差异对品牌延伸评价的影响”（项目批准号：70902040）资助.

摘　　要：品牌延伸匹配度是影响消费者对品牌延伸评价的重要变量。本文通过系统的文献回顾，发现与品牌延伸匹配度相关的九条具体维度。借由一个中国消费者的方便样本调查，本文深入研究了中国人感知的品牌延伸匹配度，发现：Aaker和Kene嵌出的三条维度，互补性、替代性和技术转移性，依然是中国消费者衡量品牌延伸的重要来源；而跨文化品牌延伸研究所发现的影响中国消费者品牌延伸评价的三条维度，实力转移性、购买情境一致性和形象一致性，也是衡量品牌延伸的重要来源。其中，实力转移性的一个重要辅证是，品牌价值越高的品牌跨门类延伸的能力越强。这些发现不仅丰富了品牌延伸领域的相关理论，而且对于中国企业品牌延伸实践也具有指导意义。Perceived fit between parent brand and its extension is the most important variable influencing brand extension evaluation. This paper summarizes 9 fit dimensions based on systematic literature review. Using a convenient Chinese consumer sample, we find that transfer （of technology）, complement, and substitute, which are first provided by Aaker and Keller in 1990, have strong positive effects on consumers＇ attitude towards the brand extension. However, the transfer of corporate strength, the consistency of consumption situation and the fit between corporate image and extension image, which are unique to Chinese culture, also have strong positive effects on brand extension evaluation. A collateral evidence of corporate strength transfer in this paper is that we find the more valuable is the brand, the more product categories it extents into. These findings enrich related theories of brand extension and are helpful for Chinese brand extension practices.

关 键 词：品牌延伸 匹配度 维度 

分 类 号：F713.50[经济管理—市场营销]